Instagram has become saturated with users harnessing their own image to create brands, bypassing the traditional fashion system. Model Jazzelle Zaughnatti @uglyworldwide, design and music duo Fecal Matter @materiesfecales and designer Yeha Leung @creepyyeha have each amassed an audience of devoted followers, having used the platform since its infancy to side-step traditional methods of promotion and create their online identities. Illuminating their individual profiles, the interface of the social platform unfolds in this film.
With over 670,000 followers, New York-based designer Yeha Leung, aka @creepyyeha, has created custom designs for Rihanna and FKA Twigs. Having organically grown her brand out of Tumblr in 2012, in this illustrated video interview Leung talks about moving between different social platforms and why she's settled on Instagram, for now. She also discusses controlling her own image, the hindrance of algorithms, growing her audience and staying relevant.